دانلود رایگان مقاله لاتین کارایی برند در رسانه اجتماعی از سایت الزویر
عنوان فارسی مقاله:
کارایی برند در رسانه های اجتماعی
عنوان انگلیسی مقاله:
Brand Performances in Social Media
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بخشی از انگلیسی مقاله:
The branding literature has long recognized the power of storytelling to provide meaning to the brand and practitioners have used storytelling to enhance consumers' connections with brands. The premise of brand storytelling has been that the story and its content, production, and distribution are the brand owner's realm and the consumer primarily a listener. The emergence of social media has changed the consumers' role in storytelling from that of a passive listener to a more active participant. Our paper uses the metaphor of improvisation (improv) theater to show that in social media brand owners do not tell brand stories alone but co-create brand performances in collaboration with the consumers. The first and foremost contribution of such a conceptualization is that it offers a semantic framework that resolves issues in storytelling, demonstrates the necessity of cocreation in storytelling, and identifies the core of an inspiring story. The improv theater metaphor also helps identify the following three propositions relevant for branding in social media: (i) the process of improvisation is more important than the output, (ii) managing brands is about keeping the brand performance alive, and (iii) understanding the audience and its roles is the prerequisite for a successful brand performance. © 2012 Direct Marketing Educational Foundation, Inc. Published by Elsevier Inc. All rights reserved.
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کلمات کلیدی:
New Report Shows Brand Performance on ... - Social Media Today www.socialmediatoday.com/social.../new-report-shows-brand-performance-social-bro... Mar 14, 2017 - TrackMaven has published a new report which looks at social media performance benchmarks by industry. Brand Performance on Social Media - Red Letter Marketing redlettermarketing.com/brand-performance-on-social-media/ Nov 15, 2016 - Social media marketing is a key component of any digital branding promotion. Learn how to properly & effectively utilize social media to grow ... 'Tracking the brand's performance on social media is addictive' - The ... www.financialexpress.com › Industry Apr 28, 2015 - It is exciting to see how a brand or product will fit into the India ... I check the sales and social media performance of the brand every night to get ... [PDF]Managing Brands in the Social Media Environment - Digitalization ... www.socialmediathinklab.com/.../3-Gensler_Völckner_Liu-Thompkins_Wiertz_2013... by S Gensler - 2013 - Cited by 233 - Related articles Feb 3, 2014 - A deep understanding of this change is critical since it may affect a brand's performance substantially. Literature about social media's impact on. Branding in social media – challenge or opportunity? — BrandBa.se www.brandba.se/blog/2013/10/5/branding-in-social-media-challenge-or-opportunity Oct 5, 2013 - So, shall social media be seen as great branding opportunity, or is it just a .... S. & Sonnenburg, S. (2012) Brand Performances in Social Media,.
